What is an engagement email?

An engagement email is an email designed to engage subscribers on the email list to either improve engagement broadly, or to re-engage dormant subscribers. Engagement campaigns can help boost email marketing effectiveness and builds sender reputation for better inbox placement.

Email marketing customer engagement

Email marketing remains one of the most popular advertising tools among a growing field of competitors for one reason: it works. Email marketing allows companies to reach out to customers without spamming them with unsolicited advertising. It helps brands build meaningful and loyal relationships with consumers by offering value and engagement directly from the place customers go every day – their inbox.

Email marketing offers companies an average return on investment of $42 for every $1 spent. Compare that to the ROI provided by other marketing channels, and it’s easy to see why email engagement remains top of the list in most companies’ marketing strategies.

This article will explain the importance of email marketing customer engagement, list examples of powerful engagement emails, and offer strategies companies can use to boost their email engagement rates.

Best customer engagement emails

Email marketing remains one of the most impactful marketing tools because it keeps customers engaged with a brand, offering them valuable content where they are most likely to receive it.

Here are a few reasons why using email to create an engaged customer base is beneficial for brands.

• Cost effective
• Easy to navigate
• Automation and outsourcing capabilities
• Generates Useful Data About Buyer Persona
• Grows Online Presence
• Creates High Conversion Rates
• Customers prefer marketing communication from companies via email

How Email Engagement Affects the Success of Your Campaign

When customers take specific actions, such as opening an email, clicking a link, making a purchase, or unsubscribing from your list, this data can be gathered, analyzed, and used to improve your email program.

When a substantial percentage of your email list is unengaged and takes no action, or negative action, when they see your brand name in their inbox, it skews this data and makes it less effective.

Here is a list of useful data that companies should track to measure the efficiency of their email campaigns and the level of engagement from subscribers:

• Open Rate
• Bounce Rate
• Click Through Rate (CTR)
• Click Mapping
• Unsubscribe Rate
• Web Traffic Generated from Email
• Bounce Rates
• Conversion Rates

How to increase engagement in email

An email campaign is only as effective as its content. Subscribers have already expressed interest in receiving content and information from your brand. But keeping them hooked means creating a variety of content that offers value, solves problems, stirs their emotions, and keeps them coming back for more.

Using targeted and personalized messaging can dramatically increase open and conversion rates. Allowing customers access to exclusive discounts, offers, and gated content helps to guarantee they will continue to open communications. And offering a clear call to action is essential for driving customers to your website and motivating them to take the right action at the right time.

Here are some examples of types of engagement emails that every company should consider using:

• Welcome Emails
• Birthday and Anniversary Emails
• Newsletters and Product Announcements
• White Papers, Blogs, Case Studies
• Summary Emails
• Freebie Emails
• Thanks for Purchasing Emails
• Abandoned Cart Emails
• Reengagement Emails
• Last Chance/Unsubscribe Emails

How to Increase Subscriber Engagement 

Companies can use many tips, tricks, and proven methods to boost engagement with their email communications. Segmenting a subscriber list based on preferences, location, and customer interests is one of the most effective ways to get a better response. Personalization in both the email and the subject line is another way to increase customer response.

Follow these tips to boost email engagement rates:

Segmentation

Segment lists based on user activity, location, and preferences. Data and analytics based on subscriber actions can help create targeted, segmented lists.

Frequency and Timing

Send the correct number of emails at the best time of day.

Subject Lines and Preheaders

Craft subject lines and preheaders that grab readers’ attention.

Personalization

Use personalization techniques, like referring to customers by their first name.

Content and Layout

Avoid emails that are overly lengthy or include walls of block text.

Clear CTA

Include a clear and concise call to action, but don’t overdo it by cluttering the page with links.

Automation Tools

Take advantage of automation tools to create a consistent and scheduled flow of communication. Include certain trigger emails based on specific criteria, like welcome and thank you emails.

Use A/B Testing

Use A/B testing models to determine which strategies work best. Then use the results to determine what works best and what might need improvement.

Optimize for Mobile

Optimize all email communications for easy reading on both desktop and mobile devices. Mobile optimization is critical to the success of any digital marketing strategy.

Include Freebies and Promotions

Loyalty Programs, giveaways, coupons, and exclusive discounts are great strategies to keep customers engaged.

AudiencePoint Is Here to Help

If all this information seems overwhelming, not to worry. Advancements in automation and software tools have made email marketing simpler than ever. And if you need to gain information about your email subscribers, their preferences, and how to engage them more successfully, we have that covered for you!

AudiencePoint is one of the world’s largest email-only 2nd party data pools. The tools made available through AudiencePoint’s unique software can help companies get a jump on increasing engagement rates by offering them the data they need about their subscribers. We have powerful options to help target emails to subscribers at the right time, regardless of their time zone. To make it easier, AudiencePoint is compatible with all of the ESPs to help your list perform better.

Conclusion

The number of consumers who use email every day is growing exponentially. The expected forecast of email users worldwide for 2022 is 4.3 billion. That number represents more than half of the estimated population of the world.

Businesses need to take advantage of the potential benefits of creating an engaging email campaign for marketing their business or brand.

Using the right tools and strategies will make the difference between results and disappointment. It is vital for companies to dig into the data and take action to make sure they are getting the most from their email marketing campaigns.

Contact AudiencePoint to learn more today!